Beyond the Click: The Multisensory Future for Digital Marketing
(4-minute read)Article summary: Multisensory marketing is not new but with technology advances in the mix things are getting interesting. This article looks past the gimmicks and provides lots of examples of how brands can create interactive brand encounters that work all the senses.
- Forget static ads, the future lies in immersive experiences that engage sight, sound, touch, and even spatial awareness. This exciting new approach, known as sensory digital marketing, leverages cutting-edge technologies like voice assistants, touch screens, gesture recognition, mixed reality (MR), and proximity sensors to create interactive brand encounters that work all the senses.
- Imagine browsing a virtual clothing store, guided by a voice assistant that tailors recommendations to your preferences (think Amazon Alexa meets a personalized stylist). Haptic feedback gloves could simulate the feel of different fabrics or provide experience feedback for a VR/MR experience, while holographic displays allow you to rotate and examine garments in 3D detail. These advancements, explored by research institutions like Stanford University's Virtual Human Interaction Lab and the MIT Media Lab's Affective Computing Group, are rapidly transforming marketing from passive persuasion to active engagement.
Proximity sensors add another layer of immersion. Imagine walking by a storefront that detects your presence and triggers a personalized display showcasing new products or targeted promotions. This hyper-contextual approach fosters a deeper connection with brands, blurring the lines between advertising and entertainment.
Sensory digital marketing isn't just a flashy gimmick; it's about effectiveness. Studies suggest these interactive experiences leave a lasting impression, leading to increased brand loyalty and purchase intent. As technology evolves, we can expect even more innovative sensory experiences to emerge, fundamentally changing the way we interact with brands in the digital world.
As mentioned, it’s not about creating gimmicks, it is about moving the needle for business. There is a ‘right time, right place’ aspect to it all but here are some hard numbers based on the Skittle interactive billboard campaign that ran in the UK.
“…60% are more likely to try Skittles, after seeing our poster advertising. EPOS data showed a striking increase of 27% in sales of Skittles for the period of the campaign and remained the highest selling UK confectionary product during this time.”
- Here are some interesting examples from the last couple of years of digital, experiential, or stunt marketing activations that employed some sort of interesting or notable combination of touch, gesture, voice, or proximity:
- P&G "Sounds of Care" | Voice & Gesture: This campaign used smart speakers to play personalized stories based on a user's voice and daily routines. For example, a parent brushing their teeth might trigger a story about dental hygiene.
- L'Oreal's "Signature Shades by SIGNATURE" | AR & Voice: This AR experience allowed users to virtually try on different hair colors using their smartphone cameras and voice commands to adjust the shade and style for a fully personalized experience.
- Skittles "Adulting is Messy" Interactive Billboards | Touch & Gesture: These interactive billboards featured a giant, messy "stain" representing the stress of adulting. Users could interact with the touchscreen to "clean" the stain with different Skittles flavors, revealing fun facts and promotions.
- BMW "The Ultimate Test Drive" VR Experience: This virtual reality experience allowed potential customers to take a thrilling test drive of a new BMW model on a variety of challenging and scenic virtual roads, offering a realistic and immersive way to experience the car's performance.
- Peloton "Home is Where the Ride Is" Pop-Up Gym | Touch & Gesture: This pop-up gym offered a chance to experience Peloton bikes in a fun and interactive setting. Users could use touchscreens to personalize their workout and participate in gamified challenges with other visitors.
- Pepsi "Zero Sugar Generation" Interactive Vending Machines | Voice & Gesture: These vending machines use voice recognition to personalize greetings and allow users to control the dispensing process with hand gestures, creating a touchless and interactive way to grab a Pepsi Zero Sugar. This is nothing new I would challenge, it’s a riff off the awkwardly awesome HugMe Coke vending machine stunt from over 10+ years ago (link below), but this is worth noting.
- Dove "Self-Love Sanctuary" Pop-Up (Touch & Voice): This pop-up experience allowed visitors to focus on self-care and body positivity. Interactive touchscreens provided personalized affirmations and advice, while voice-activated mirrors offered compliments and encouragement.
- Samsung "Galaxy Buds Pro: Feel the Sound" Pop-Up | Touch & Haptic Feedback: This pop-up showcased the immersive audio experience of the Galaxy Buds Pro. Visitors could touch different textures while wearing the buds, feeling vibrations, and experiencing how the sound adapts to their surroundings.
- Netflix "Stranger Things: The Upside-Down Experience" | Proximity & AR: This immersive experience used augmented reality and proximity sensors to transform a physical space into the Upside Down from Stranger Things. Visitors interacted with AR elements on their phones, and hidden sensors triggered spooky surprises and special effects as they moved through the space.
RELATED LINKS:
JCDecaux | Smells like OOH: The Power of Scent in Advertising
BMW | Dare to Experience
Experiential Marketing in Action; Dove Real Beauty Campaign
SXSW – What’s next for Brands & Marketing?
COMPLEX | 7 Ways You Can Celebrate 'Stranger Things 2'
Hug Me: Coca-Cola Introduces Gesture-Based Marketing in Singapore
Peloton On Tour: Live From Los Angeles
Skittle & Fruit Ninja
About the Author
David is a U.S.-based creative marketing executive that defines and delivers DM & XM experiences that capture the moment, breathes life into the brand, connects people, and bridges technology, data, and behavioral economics to go well beyond "If you build it, they will come." He has created live brand experiences for Microsoft, Cisco, T-Mobile, Whirlpool, and the NHL.